Few people still need convincing of Amazon’s importance. It’s the largest and most competitive marketplace in the world. And its impact in the Netherlands is growing quickly: Amazon.nl attracts millions of visitors each year and is increasingly used as a starting point for product research and purchases.
For brands, that means one thing: if you want to scale internationally, Amazon cannot be ignored. But selling successfully on Amazon is very different from “uploading your products.” You need a clear strategy, the right integration, strong content, a smart fulfilment setup, and well-structured advertising.
In this article, we walk through everything you need to focus on when taking Amazon seriously — built around five pillars:
- The best Amazon strategy for your brand
- The best integrators for Amazon
- Fulfilment by Amazon (FBA): what options you have
- Optimizing your content for maximum visibility
- Bringing in traffic and revenue with Amazon Advertising
At the end, you’ll find a concise checklist to validate your approach.
Why Amazon Is So Attractive for Brands
Amazon may be relatively “new” in the Netherlands, but internationally it’s an undisputed powerhouse. And the numbers explain why sellers are so active on the platform:
- Amazon.com receives more than 213 million U.S. visitors per month
- More than 2.5 million third-party sellers offer products on Amazon
- Third-party sellers account for more than half of all sales
- A large share of sellers is profitable — from tens of thousands to hundreds of thousands of dollars in annual profit
In other words: as a marketplace partner, you benefit from massive reach, high buying intent, and an infrastructure built entirely for scale. But that also means you must play the game professionally.
1. The Best Amazon Strategy for Your Brand
Selling on Amazon can drive significant growth — but competition is intense. A clear strategy is essential.
A major part of that strategy is the Buy Box: the “Add to Cart” area on the product page. This is where customers choose — with one click — which seller gets the order.
When several sellers offer the exact same product, only one wins the Buy Box. The rest appear in “other sellers,” a section most shoppers never open. Between 80% and 90% of Amazon purchases go through the Buy Box.
If you’re a brand owner and no third-party sellers list your products, you won’t be fighting other sellers — but price and performance still influence your ranking.
Your pricing strategy is one of the key levers. In general, you can choose from three approaches:
Strategy 1: Always the lowest price
If identical products compete, the cheapest offer often wins the Buy Box. This strategy focuses on aggressive repricing: constantly monitoring and adjusting when competitors lower their price.
Manually tracking this is impossible at scale, which is why many sellers use repricing tools such as Tradebyte, ChannelEngine, or Repricer Express.
But price is not the only factor Amazon considers. The algorithm also looks at:
- delivery speed
- cancellation and return rates
- seller feedback and ratings
- customer service performance
To strengthen your position:
- ship as fast and reliably as possible
- reduce returns with clear descriptions and strong imagery
- consider Fulfilment by Amazon (FBA) for shorter delivery times
- encourage seller feedback to boost your reliability
This strategy works but can erode margins. As a long-term approach, a pure “lowest price” strategy is rarely sustainable.
Strategy 2: Stable prices with smart promotions
Constant price drops undermine trust and brand positioning. You typically want pricing consistency across Amazon and your own webshop — otherwise, your own channel becomes less attractive.
This strategy focuses on stable, premium pricing. You target customers willing to pay for value, reliability, and brand identity. Promotions become selective:
- at product launches
- during peak moments (holidays, Black Friday)
- for bundle or volume purchases
You may win the Buy Box less often, but you maintain strong margins and a healthy brand perception.
Strategy 3: Value-based pricing
Ideal for private label brands or brands with a strong story. Instead of being cheapest, you focus on brand, quality, experience, and customer loyalty.
Ways to build value:
- Use storytelling: communicate your mission and what makes your product different
- Add customer experience touches, like a personal thank-you note
- Be transparent about sourcing and production
- Research your target audience and understand their motivations
Important: pricing alone won’t make you win. You need reliable stock, fast delivery, strong reviews, and consistent service. That’s what allows you to maintain healthy margins and stay competitive in ranking and Buy Box eligibility.
2. The Best Integrators for Amazon
Once you sell on multiple marketplaces, an integrator becomes almost essential. Integrators connect your backend systems (PIM, ERP, WMS, webshop) to marketplaces, so you don’t have to manage listings, prices, and inventory in multiple places.
The best integrators for Amazon include:
- ChannelEngine
- ProductFlow
ProductFlow
Strongest in content creation and content management:
- extensive product creation and import tools
- automatic suggestions pulled from marketplaces
- built-in order and warehouse management
- version history and quick rollback options
Ideal for brands with many SKUs and frequent content updates.
ChannelEngine
Known for user-friendliness combined with flexibility:
- clear, intuitive interface
- automated and centralized pricing
- advanced mapping options for content per marketplace
- integrates easily with existing systems
Perfect for brands looking to scale across multiple marketplaces.
Bottom line: if you aim for serious, profitable Amazon growth, an integrator is not optional — it’s foundational.
3. Fulfilment by Amazon (FBA): What Are Your Options?
Amazon’s logistics network is world-class. With FBA, you send your stock to Amazon and they handle storage, picking, packing, shipping, and most customer service.
There are three key versions:
1. European Fulfilment Network (EFN)
Best for beginners or brands selling in one country. Inventory stays in a single country; cross-border sales incur extra fees. Simple and manageable.
2. Multi-Country Inventory (MCI)
For brands selling in multiple markets. You place inventory in several Amazon warehouses across Europe.
Benefits:
- faster delivery
- lower customs fees within those countries
Downside:
- you must register and file VAT in each country where you store inventory
3. Pan-European FBA
The most advanced model. You send your products to one Amazon warehouse; Amazon distributes them across Europe.
Benefits:
- no cross-border fees in participating countries
- extremely fast delivery
- scalable logistics across the entire region
Downside:
- VAT obligations in all participating countries
4. How to Optimize Your Amazon Content
Content determines both visibility and conversion. Amazon’s algorithm looks at relevance, click-through rate, and conversion — and great content strengthens all three.
Titles
Your title dictates whether customers click. Keep it:
- keyword-rich
- clear and scannable
- around ~200 characters
- free of claims like “free shipping” or “best quality”
A strong title communicates the product instantly.
Bullet Points
Bullets help shoppers scan benefits quickly — and Amazon indexes your first ~500 characters.
Guidelines:
- use 5 bullets
- begin each bullet with a capital letter
- keep structure consistent across products
- include main keywords early
- focus on benefits, not price
Backend Search Terms
These hidden keywords improve organic ranking.
Use:
- generic terms (what it is, material, type)
- specific terms (model, audience)
- synonyms and abbreviations
Avoid:
- commas
- repeated brand names
- stopwords and exaggerated claims
Images
Strong images convert. Use:
- one clear main image on a white background
- 5+ additional images (use-cases, detail shots, angles)
- a short product video if possible
A+ Content
A+ Content allows you to expand your page with richer storytelling, visuals, icons, and comparison charts. Amazon claims it can improve conversion by several percentage points — and in competitive categories, that matters.
5. How to Drive More Traffic (Amazon Advertising)
Visibility drives sales — and Amazon Advertising is the engine behind that.
Key formats:
- Sponsored Products (search-keyword or product targeting)
- Branded or off-Amazon traffic (influencers, blogs, external platforms)
Sponsored Products typically form the base. You bid on relevant keywords, optimize based on ROAS or ACOS, and refine continuously using seller metrics.
With the right setup, you can:
- pause underperforming keywords
- scale winners
- adjust bids by device, placement, or product group
Advertising accelerates your organic ranking — especially when paired with strong content and a competitive Buy Box position.
Amazon Selling Checklist
Use this list to validate your approach:
- Define your Amazon pricing strategy — compete on price, value, or brand perception.
- Choose the right integrator — aligned with your catalog, markets, and operations.
- Select the right fulfilment model — EFN, MCI, or Pan-European FBA.
- Optimize your content — titles, bullets, search terms, images, A+ content.
- Drive consistent traffic — using Sponsored Products and other ad formats to build ranking and momentum.
